Qriously, which bills itself as a real-time opinion company, has closed a round of funding to the tune of $3.5 million, led by Spark Capital and with increased participation from Accel Partners.

The investment brings total capital raised by the startup to $5.1 million.

Headquartered in London and New York, Qriously uses mobile advertising infrastructure to serve questions – rather than straight-up display ads – within smartphone applications.

The startup says it will use the proceeds of the financing round to expand both its U.S. and European footprint and extend the application of its ‘question network’ beyond research with its new product.

That would be ‘asQvertising’, a mobile ad approach based on opinion targeting. Basically, it enables consumers to self-select mobile advertisements by answering basic questions served to them through their smartphones.

With this solution, Qriously uses consumers’ opinions to learn about their interests, which are then matched with advertisers’ mobile display ads and tailored to end users’ profiles.

Qriously says its ‘question network’ currently exceeds 300 million unique individuals worldwide, and claims to have served over 200 million questions to date.

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